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While the fares are cheap, Wow Air charges fees for additional services, similar to U.S. discount carrier Spirit Airlines. For example, on a flight from New York to Iceland, a carry-on bag costs $40, checked luggage costs $50, a seat assignment in the front of the plane costs $10 and snacks and water cost extra.

DFW will be Wow Air’s 13th destination in the U.S., the latest in the Icelandic carrier’s growing network. Wow Air is the first budget carrier to service DFW.

European low-fare carriers such as Norwegian Air and Wow have been expanding in the U.S., driving ticket prices down on trans-Atlantic flights. The lower fares have benefited consumers but weakened demand for flights on network carriers such as Delta Air Lines and American Airlines. And the market is getting crowded. Last month, Latvian-based Primera Air announced it will launch six new U.S.-Europe routes in 2018.

Wow Air said it will use an Airbus A330 aircraft on the route that will depart DFW three times a week on Tuesdays, Thursdays and Saturdays.

Mogensen said the service will be seasonal. But depending on demand, the airline could add flights or operate the route later into the fall.

Chief executive Skúli Mogensen founded WOW air in 2011.

WOW air

And for those visiting his homeland for the first time, Mogensen has this bit of advice: Get out of the city.

“You only have to go half an hour and you will feel as if you landed on the moon,” Mogensen said. “Whether it is the ocean, the volcanoes, the glaciers, the waterfalls, the northern lights, just step out of the city and inhale the spectacular surroundings.”